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This report was commissioned to examine comparative analysis of marketing communications strategies and mix used by Vodafone and O2 respectively It is also used to recommend marketing communication strategy for O2 in order to aim for great UK telecommunication market share The UK telecommunication sector has progressed competitively over the years although O2 retained its market share The mobile market is expected to expand but at a much slower rate as it approaches saturation In order to increase market competitiveness strategic branding and marketing tools are needed Promotional tools are coordinated to provide clarity consistency and maximum impact on communication through the seamless integration of discrete messaging Data for the report was mainly collected from web-based information and current literatureThe importance of integrated marketing communication is further highlighted by analysing the Coca-Cola Company case study IMC enable Coca-Cola to leverage an ongoing competitive advantage over its competitors It aims to eventually establish itself as market leader in the beverage industry through acknowledging the strength and value of an ongoing holistic approach to the stakeholder engagement and brand relationship management throughout the entirety of its IMC process Kolter2009 Recently O2 and Vodafone have developed their Be more dog and Lost in entertainment campaign This helped establish the campaigns objectives namely to improve retention and loyalty Traditional media such as TV advertising outdoor and newspaper were used to create awareness but this alone will not encourage retention and interaction It is essential to have an understanding of which media they use and when they use it The internet and digital technologies have enabled new interactive form of communication where the receiver has greater responsibility for their part in the communication process Chris2009p19 In an effort to meet O2s company objectives in maximising profit margins increasing market share and maintaining competitive advantage over both current and prospective direct and indirect competitors O2 will strive to communicate its commitment to providing superior value to its target audience through its

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